Qantas 2014 Annual Report Download - page 23

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Owns and operates Australia’s leading
consumer and SME coalition loyalty
programs – multi-partner loyalty program
with a common currency
CONSUMER SME
This year, Qantas Frequent Flyer passed
the milestone of 10 million members,
meaning member numbers doubled in
size between 2008 and 2014. There is
now a member in every other Australian
household.
For five years, Qantas Loyalty has
reported double-digit growth in earnings,
as the Group has pursued a strategy to
broaden revenue streams and diversify
the business.
As well as the successful Qantas
Frequent Flyer program – a ‘coalition’
model with more than 100 partners –
Qantas Loyalty has diversified to create
new brands and enter new markets.
– Qantas epiQure is a food and wine
community for Qantas Frequent Flyer
members, created based on a close
understanding of member interests;
– Qantas Cash is a prepaid travel card
that also functions as the Qantas
Frequent Flyer membership card
(members can load up to 11 currencies
and earn Qantas Points for their spend
at home and abroad);
– Accumulate helps businesses to
establish and run employee loyalty
programs; and
– Aquire is a loyalty program for small-
to-medium (SME) size enterprises.
With proven strong fundamentals, Qantas
Loyalty has built up a leading position in
the Australian market, steadily increasing
the value proposition for both members
and external partners.
EARNING AND REWARDING
LOYALTY
Serving small business
Over more than 25 years, Qantas has
developed a unique experience in the
consumer loyalty market and in the
corporate travel market. Drawing on
that knowledge, we launched Aquire,
Australia’s first airline-based business
loyalty program aimed at the SME
sector.
Members can earn points from business
activities and transactions with a wide
range of partners, convert them to
Qantas Points, and redeem them to meet
their business needs. At the same time,
individual employees can keep earning
points as Qantas Frequent Flyers in their
own right.
Research showed that the market for
SME loyalty was underdeveloped and
the response to the launch of Aquire
has been emphatic: more than 35,000
businesses have signed up.
DATA AND MARKETING
SERVICES
Advertising services, market
research and data analytics
services for consumer
businesses
LOYALTY SOLUTIONS
Consulting and technology
solutions for consumer and
employee loyalty programs
accumulate
a business
DIRECT ADJACENCIES
Leverages QFF Member base to
participate directly in a number
of adjacent markets
21
QANTAS ANNUAL REPORT 2014